Business Services Industry
Study touts pub ads' ROI; But some media buyers are skeptical of fairfield study's impact.(Fairfield Research Inc.)
B to B, April, 2001 by Schwartz, Matthew
A new study shows solid returns for companies that advertise in trade publications, but media buyers say they would be surprised if the findings dramatically change current media buying habits.
The study, conducted by Lincoln, Neb.-based Fairfield Research Inc., comes as marketing budgets are under intense scrutiny because of the softening economy. It showed that 18 million workers regularly made corporate purchases based on seeing an ad in a trade publication. Those corporate purchases generated $110. 2 billion in sales revenue for trade publication
advertisers in 2000.
Fairfield surveyed adult workers nationwide to determine the frequency and value of purchases they made based on ads they saw. By factoring in industry figures on ad...
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